Table of Contents:
Table of Contents minLevel 2
Basic Delivery and Performance Terms Explained
The following is a list of delivery KPIs you'll find in all the various Ongage analytic reports.
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- These are emails addresses that Ongage sent over to the SMTP vendor in order to be sent-out, but ended up not getting sent by the SMTP vendor. So they are neither Sent nor Bounced (and neither hard bounced nor soft bounced). This is by and large a rare scenario and does not happen on all SMTP vendors. Moreover this only occurs if and when the sender has a reputation issue with one or more Mailbox services (aka ISPs), they are sending to e.g., Gmail, Yahoo, Oulook, etc. This is what happens: let's say the sender has a reputation issue with Outlook.com. Due to that Outlook.com will only accept a certain amount/rate of emails per hour from that sender. If the campaign is large, in the end not all email addresses will end up getting sent. Those that don't get sent, become deferred / expired. Currently in Ongage there is no special designated status for deferred / expired, as there is for hard bounces and soft bounces. Since they were never sent, you'll see a notably lower sent count than targeted when this occurs. That along with often a high soft-bounce rate, is usually a strong indicator for this issue. Sending a Mail-Tester can often further confirm a related reputation issue.
Delivery Terms FAQ
FAQs about some of these terms and how they work in Ongage.
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How does Ongage count opens
- Ongage automatically places a 1x1 transparent image pixel into the bottom of each email message. When that image is downloaded it is tracked via Ongage's tracking server. This 1x1 transparent image pixel is placed right before the closing </body> tag, i.e., at the bottom of the HTML email message.
Note: When exporting Openers for campaign X, that number should match the number of unique opens (as the raw open count will be bigger, as the raw count includes recipients that opened an email more than once).
Opens in Ongage are implied
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For how long does Ongage collect Open and Click Stats for a given campaign
- Ongage collects Opens/Clicks for all campaigns that were sent up to 45 days ago.
- Meaning if you open/click an email message, that was sent more than 45 days ago, those stats will not be counted, and the behavioral will also not be registered.
Are the 'Unsubscribe' and 'View Email in Browser' links counted
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How long do we maintain the 'View in Browser' link
- 90 days
Addendum
Gmail Discrepancy in Open Rates
- The discrepancy in Gmail open rates you see is caused by the Gmail Image Proxy. That is because, each delivered email contains a link to an invisible tracking image, and when the image is requested, the sender can deduce that the email has been opened. Unfortunately, Gmail sometimes issues requests for images when the email is received by their servers (before any action from the intended recipient).
- Sometimes it is possible to distinguish these events from the genuine opens that are initiated by your contacts; in which case we can exclude these from the statistics. Sometimes they are indistinguishable. The behavior can also vary depending on whether a contact uses the web-based Gmail interface, a mobile app or some other desktop email client.The result is that open rates from Gmail are not always reliable. This is an industry-wide problem; it is particularly noticeable in this case because the event is configured to target only Gmail contacts.
- Furthermore, since Google generally don't publicly discuss the inner workings of their systems, we can't know exactly why one message is 'preferred' over the other.
- Click rates are not affected by this problem, so the statistics show a ratio closer to 50:50 as you would expect.
Note that in the case of A/B Split tests, to an only Gmail Segment this discrepancy could be particularly noticeable due to this discrepancy.
Setting Up Gmail Feedback Loop (FBL) : Feedback-ID
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Gmail offers a feedback loop (FBL) to high volume senders and email service providers (ESPs). The Gmail FBL is not like those offered by other mailbox providers, because it does not send complaints in the Abuse Reporting Format (ARF). Gmail's FBL only provides a report with aggregated spam statistics for @gmail.com recipients based on specific identifiers in the header, in order to protect their users' privacy. It is important to note that some lower volume senders may not see feedback loop data, even if all requirements for implementing the feedback loop are met. Gmail requires senders to hit an undisclosed volume and spam complaint threshold for data to be available. So, large volume senders and ESPs typically benefit the most from Gmail's feedback loop data. |
To implement the feedback loop, Gmail requires that you insert a special header called the Feedback-ID. And the header is required in either of the following formats:
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- “a:b:c” are the optional 3 fields which can be anything you choose (campaign/customer/other)
- “SenderId/ESPid” is the only required field. This ID corresponds to an Sender/ESP customer and must be unique and persistent to that customer.
For the optional 3 fields, in Ongage you can inject following values:
- Literal value e.g., 10, IP-Pool, etc.
- Ongage System Field For example {{ocx_mailing_id}}, {{ocx_child_id}}, {{ocx_esp_id}} etc.
- Ongage Dynamic List Field For example {{unique_id}} where "unique_id" is the custom data field added in your Ongage List.
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